1. DISTRIBUTION NETWORKS AND INTERNATIONAL RETAILING

4. Two different realities The motion picture can be used in many ways by different people or groups with a message to get across. Films can be government propaganda, entertainment, or art, but no matter which category a film is placed, one thing is certain of all films made: films, because they cost money to produce, are all made within a structure of politics and economics and ,therefore, carry a definite message. In our team-work we try to find key characteristics in order to develop a specific distribution chain for each country; our countries under examination are:

11. German questionnaire Information about your last movie experience Information about your general habits regarding going to the cinema

12. German questionnaire Informations about your general habits regarding going to the cinema Social- Demographic information Agreements about your movie experiences

13. German target THE LAST MOVIE SEEN

14. In the last experience about 63% paid between 5€ and 7€ for the cinema ticket In Germany is predominant the drama genre among our target German target

15. Near 60% of our target goes to the cinema between 5 and 10 times in a year Near of 53% of our target prefers to watch a movie with friends GENERAL HABITS REGARDING GOING TO THE CINEMA German target Nobody in our target goes to the cinema during the holidays!!!

16. 42% wish to pay more than 5€ for a cinema ticket because more than 40% of our target is working (plus a rough 20% of Both), so they have more money to spend (than the Italian target) German target

17. 74% of our target buys something to eat or to drink during the cinema experience. Nobody in our target buys something else in that experience (no books, no gadgets, …) German target

18. In Germany there’s the opposite trend that we have found among Italians! Germans prefer to use Itunes! German target

20. German target An insight into our German Target

21. THE LAST MOVIE SEEN Italian target

22. In the last experience about 74% paid between 7€ and 10€ for the cinema ticket In Italy is predominant the comedy genre among our target Italian target

23. About half of interviewees go to the cinema between 5 and 10 times in a year. 83% of interviewees like go to see a movie with their friends GENERAL HABITS REGARDING GOING TO THE CINEMA Italian target

24. About half of interviewees goes to the cinema during the holidays, in particular: Italian target

25. 65% wish to pay less than 5€ for a cinema ticket because more than 50% of our target are students, so they haven’t much money to spend Italian target

26. 83% of our target buys something to eat or to drink during the cinema experience. Nobody in our target buys something else in that experience (no books, no gadgets, …) Italian target Do you buy something to eat/drink when you go to the cinema? 19 82,6 82,6 82,6 4 17,4 17,4 100,0 23 100,0 100,0 yes no Total Valid Frequency Percent Valid Percent Cumulative Percent

27. Italian target ITALIANS prefer using decoder!

29. Italian target An insight into our German Target

31. German bivariate statistics Report How much do you agree on this? ANOVA Table Measures of Association This compare means analysis is based on a quantitative variable (the degree of agreement on “ I prefer watching a film at home rather than going to the cinema”) and on a qualitative variable (“ do you use I tunes? ”). This value shows that this analysis is significant (with a level of significance α =0.05); and Eta squared index is quite good and shows how much are linked these 2 variables. A second analysis on the other qualitative variable (“ do you have a decoder? ”) shows a level of significance of 0.036 (and an ε² =0.233) that results lower than previous case. We reject this second data. Do you use Itunes? Mean N Std. Deviation yes 5,92 13 ,954 no 3,50 6 2,258 Total 5,16 19 1,834 Sum of Squares df Mean Square F Sig. How much do you agree on this? * Do you use Itunes? Between Groups (Combined) 24,103 1 24,103 11,250 ,004 Within Groups 36,423 17 2,143 Total 60,526 18 Eta Eta Squared How much do you agree on this? * Do you use Itunes? ,631 ,398

33. Italian bivariate statistics (Whole sample) In this instance we analise whole italian sample, and we can see that the level of significance get better and this result confirms what descriptive statistics showed (Italian people prefer pay by mobile rather than credit card) A level of significance of 10% is basically due to a narrow sample of data.

34. Italian bivariate statistics (Target) Report How much do you agree on this? ANOVA Table Measures of Association This compare means analysis is based on a quantitative variable (the degree of agreement on “ I prefer watching a film at home rather than going to the cinema”) and on a qualitative variable (“ do you use decoder? ”). This value shows that this analysis near to be significant (with a level of significance α =0.05); and Eta squared index is quite good and shows how much are linked these 2 variables. It is due to the lack of data. A second analysis on the other qualitative variable (“ do you have a I tunes? ”) shows a level of significance of 0.578 (and an ε² =0.015) that is lower than previous case. So we reject this second data. Do you have a decoder? Mean N Std. Deviation yes 5,28 18 1,674 no 7,00 5 2,000 Total 5,65 23 1,849 Sum of Squares df Mean Square F Sig. How much do you agree on this? * Do you have a decoder? Between Groups (Combined) 11,606 1 11,606 3,832 ,064 Within Groups 63,611 21 3,029 Total 75,217 22 Eta Eta Squared How much do you agree on this? * Do you have a decoder? ,393 ,154

35. German quadrant analysis AUDIO CONFORT GENRE COMMUNICATIO N LOCATION SCHEDULE

37. Italian quadrant analysis AUDIO LOCATION CONFORT GENRE

40. YOUR [email_address] HOME Product descrption Product Standard Platform of distribution Decoder with a read only function of the movie, and also an expiry date. Payment By mobile phone (e.g. by SMS), with a price fixed around 5 euros (cfr. willingness to pay) Communication More media than W.O.M. (word of mouth) Product descrption Product Two versions:  no HD, own memory stick, priced at less than 5 euros  HD, furnished memory stick, priced between 5 and 7 euros Platform of distribution I-tunes music and video platform, with a read only function of the movie, and also an expiry date. In alternative ATM with usb memory-stick drivers Payment By credit card Communication More W.O.M. than media.

41. Final considerations Path of development Limits Extension of analysis’ scope Narrow sample Increase of the sample Circumscribed surveys More structured questionnaire Lacking use of data Different tendency of evaluation